Acquisition branding

Goals

To have at least 12 total examples of non-US companies acquiring a US-based company, organised by how they approached the branding and identity.

Early Findings

Acquisition examples

AGC Singapore acquired Black Box Corp., a $600 million technology solutions provider in Pittsburgh, in 2018. The purchase price was about $16.3 million. However, in this case it was a US subsidiary of AGC that made the acquisition, so this example doesn't meet the criteria.

In 2015, Irish company Actavis acquired US company Allergan. Actavis adopted Allergen as its new global name. It re-designed the logo, and the US and Canada retained the Activis name. Overall this company seems to fit most into bucket 4.

The purchase by Bayer of Monsanto is a well known acquisition of a German company acquiring a US company. In this case, the Monsanto name was gotton rid of, so this most closely fits bucket 3.

M&A lists

In order to find M&As that involve a foreign company acquring a US-based company, we compiled a range of lists, including top lists (most amount of money involved) and lists of technology acquisitions. Unfortunately, no lists include the companies' countries, nor the branding and identity type information, so finding 12 that meet the criteria involves checking the items on these lists one by one.

Lists include: Top 100 acquisitions of 2018, top data center mergers, the most signficant tech acquisitions in 2018, and the biggest tech mergers of all time.

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

You need to be the project owner to select a next step.

Our research so far shows that there are some examples that meet the criteria, though they are not very common. Acquisitions by US firms are much more common, as well as those between two US companies. We suggest including acquisitions going back to 2013, so that there will be data available about what rebranding, if any, they did, and the outcomes of that, and to have a larger pool of examples to choose from. We can provide 4 briefs - 1 per bucket, with 3 examples each. The examples would include any branding and name changes, and outcomes when available.

Alternatively, we could try to find three tech mergers that meet the criteria, and that fit into different buckets, and provide information about those.